This TV campaign, takes the viewer into a new world of investing via a series of magical books in a library. These lively and colorful worlds are built out of paper and illustrates the components of each sector of the S&P 500. As you circle the worlds, the benefits of investing in sector-based ETFs are punctuated in various pop-ups and paper models.

The spots end with the world folding into the books and the camera pulling up to settle on the logo on the end frame.